One of America’s favorite snack makers is challenging fans to vie for a once-in-a-lifetime opportunity to work with The Lonely Island.
Doritos has turned over the creation of Super Bowl ads to consumers and The Lonely Island award-winning trio of Andy Samberg, Akiva Schaffer and Jorma Taccone with $1 million on the line for top-ranking spot on USA TODAY Ad Meter.
PepsiCo’s Frito-Lay division kicked off the “Crash the Super Bowl” program in Times Square on Monday and As in previous years, peeps are invited to create homemade ads for Doritos with one lucky finalist earning the opportunity to see their ad air during the Super Bowl XLVI broadcast, as well as win the grand prize career opportunity. If the consumer-generated Doritos ad scores No. 1 on the USA TODAY Ad Meter, its creator will win a $1 million bonus.
“Much like those who enter Crash the Super Bowl, we started out with a camera and a dream to work in entertainment,” said The Lonely Island members Samberg, Schaffer and Taccone. “We’re excited to now have the chance to help open the door for someone else. But don’t get us wrong, we fully intend to win the million-dollar prize for charity.”
Participants can enter this year’s Crash the Super Bowl contest by uploading :30 commercials that share their love for Doritos tortilla chips to www.crashthesuperbowl.com from Oct. 3, 2011, to Nov. 21, 2011. To help competitors’ amp up their creative masterpieces, the site also houses a toolbox where Doritos logos, product shots, music and animations are available for download and use.
Five finalist ads will be announced in January 2012. Then it will be up to fans to vote for their favorite consumer-created ad online and determine the winning Doritos spot. Each of the five finalists will win $25,000 and a trip to Indianapolis to attend Super Bowl XLVI in a private luxury suite at the game, where they will tune in to learn for the first time which consumer ad will compete for the top spot in the USA TODAY Ad Meter before a worldwide audience.
Bonus prizing will be awarded, based on how each ad ranks on the USA TODAY Ad Meter:
- $1 million will be awarded for an ad that scores the No. 1 spot on the USA TODAY Ad Meter
- $600,000 will be awarded for an ad that scores the No. 2 two spot on the USA TODAY Ad Meter
- $400,000 will be awarded for an ad that scores the No. 3 spot on the USA TODAY Ad Meter
The Super Bowl XLVI broadcast is set for Sunday, Feb. 5, 2012, on NBC. For more information about Crash the Super Bowl, check out www.crashthesuperbowl.com.
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